DOT sticks with ‘It’s more fun’ slogan, refreshes approach

The Department of Tourism (DOT) will maintain and strengthen the branding campaign “It’s More Fun in the Philippines”. It granted contracts worth P660 million for the publicity of the country’s travel destinations and programs to make the industry sustainable.

Tourism Secretary Bernadette Romulo-Puyat on January 25 announced the winners of the contracts, establishing ideas to begin its modernized campaign internationally in the first quarter of 2019. This time, with a focus on sustainable tourism.

In the fourth quarter of 2018, the DOT bid out four major projects — the “It’s More Fun in the Philippines” branding campaign worth P250 million; international ad placements worth P250 million; information campaign for sustainable tourism worth P60 million; and digital marketing of the Philippines as a tourism destination worth P100 million.

“Expect that, in the coming months and throughout the year, the DOT will be aggressive in promoting the best of the Philippines,” Puyat said in a statement.

News source: Inquirer

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